“We view this test as successful...We were looking to learn
what would happen when you put it into a larger market. … Our
goals were to try to see if it was an effective way to feed
people who are in need.”

This test was separate from the "Meal of Shared
Responsibility" test in a number of large of U.S. cities where
Panera Bread locations operate entirely on donations.

“What we saw as weeks turned into months, particularly as
we pulled out some of the in-store communications that were up
for about six weeks,” Antonacci said, “we were feeding less
people who were in need. The program, without constant
communication support, became almost invisible and participation
in the program — both in people who were ordering it and in
contributions — declined.”

She attributed some of the lack of interest to the
locations of the Panera Breads and said those in need are less
likely to patron them in middle and upper-income areas.

The program was financially sustainable and served approximately
15,000 Turkey Chili Bread Bowls, according
to Antonacci.

In general, donations covered about 75% of the suggested
$5.89 retail price.